Social Media Mimicks Old Media

by Jay Deragon on 10/17/2012

Social media has arisen as a new kind of old media.

Proponents proclaim that social media promotes innovation. While some have created innovative uses of social media most models and behaviors show the same old media thinking.

Propaganda, Politics & Control

Old media models have dominated the markets influence for years. The mix that drives both the influence and the related models fall into the dominate categories that drive economic returns. These same models are followed by the “popular” publishers of new media.

The dominate categories of media models being followed by new media pundits is why most people consider new media simply as a new medium for marketing.

The primary categories of media models that dominate new media include:

  1. Marketing
  2. Sales
  3. Public Relations
  4. Promotions
  5. Influence

The sheer size, concentrated ownership and profit-seeking imperative of the dominant media (old & new) communities are aiming on “volume” of readers, viewers and sources to enhance their “traffic position”.  Since major community outlets are either large brands or a conglomeration of pundits propagating the latest marketing, advertising or Public Relations tactics their models reflects the same as old media.

When The Old Becomes New

Seth Godin writes: The slow changes in the media landscape are accelerating and virtually every pre-digital system is in danger. The slow changes in the marketing landscape are in their second decade and these changes will have their effects on every business and cause as well.

Cultural shifts create long terms evolutionary changes. Cultural shifts, changes in habits, technologies that slowly obsolete a product or a system are the ones that change our lives. Watch for shifts in systems and processes and expectations. That’s what makes change, not big events.

The breaking news mindset isn’t just annoying, it may be distracting you from what really matters. As the world gets faster, it turns out that the glacial changes of years and decades are become more important, not less.

The old media models of propaganda, power and politics are changing slow but sure. The changes aren’t likely to be found in new media communities following old media models. Rather the changes can be found in small “communities” who think outside the old media models.  Those communities represent the human vs. the commercial network.  The human network uses its own media to create innovation. The commercial network uses media to trap the human network into a transaction.

The difference is significant.

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